Mobile/Fennec/CameraCampaignBrief

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Project tracking wiki: https://wiki.mozilla.org/Mobile/Fennec/CameraCampaign


Campaign Summary & Background

A holiday campaign to acquire Firefox for Android users by promoting the new Camera UI which demonstrates Firefox as an engaging and compelling mobile browser to a mainstream audience. The campaign will be centered around a mobile optimized microsite which promotes the camera functionality and uses HTML5 technologies to create entertaining, fun and engaging user experience. The user can capture photos, decorate with filters and effects, and share via social networks and email right from the browser.

The campaign will help introduce Firefox to a more mainstream audience by showing off impressive technologies in a digestible way since Firefox for Android currently has a developer/tech-enthusiast following. Photo sharing apps are popular with mainstream audiences, and this campaign will give users an easy and fun way to capture, alter, and share. The Camera UI allows websites to integrate a camera functionality directly into the site, eliminating the need to use a separate camera app. This feature would make Firefox an engaging mobile browser because it offers web pages new opportunities to use the camera functionality for taking pictures, scanning, augmented reality, and more.


Value propositions

Mainstream user: Use innovative Web technologies to transform every day pictures into fun and artsy photos to share

Developer: Firefox and the Web is a compelling platform to build for

Objectives & Metrics

Increase awareness of Firefox for Android and drive engagement

  • [P1] photos shared, download conversions
  • [P2] campaign impressions, CTR to /mobile, bounce rate

Target

  1. Compatible Android device owners who use photo-sharing apps
  2. Firefox desktop users who own compatible devices

Marketing plan

  • Online ads
    • Facebook
    • Blogs: Mashable, TechCrunch, Huffington Post, Lifehacker, other techie hipster blogs
    • Google, Yahoo, Bing, CW
  • Mobile ads
  • Press
  • Firefox channels
    • mozilla.org promotions
    • social media
    • snippets
    • community
    • Student reps

Timeline

Dec 20 - Firefox 9 merge (Camera functionality)
(Finish development in Q4)
Jan 31 - Firefox 10 merge
Feb 7 - Campaign launch
Late Mar - EOL?

Other:

Campaign name brainstorm:

  • Something with frames/shutter/photo/filters; transforming/enhancing
  • Foxography
  • Shutterfox
  • Firefox Snapshot
  • Firefox Capture
  • Firefox Snap


February holidays

http://wwwappskc.lonestar.edu/programs/stuorgan/iso/feb.html

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